Facebook 1P (Meta)

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Overview

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Use Cases

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Use Case 1: Personalised Promotions for Your Beauty Products

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Use Case 2: Targeted Campaigns for Your Travel Agency

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Actions, Supported Identifiers and Features

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Key Concepts

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Facebook External ID

​

Prerequisites

• Obtain Full Access to the Facebook Ad Account ID
• Accept the Facebook Audiences Terms of Service
• Create an App in Facebook Developers portal and obtain the App ID
• Obtain Access Token required for authenticating Zeotap CDP on the Facebook platform
• Obtain Your Facebook Graph API Version

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Obtain Full Access to the Facebook Ad Account ID

1

Log into Facebook Business Manager at business.facebook.com.

2

Select the Facebook business portfolio you want to use for sending audience data from the top right corner.

3

Navigate to Settings > Accounts > Ad Accounts.

4

Select the Ad Account you wish to use.

5

Click Ad Account Access.

6

Under People with full control, ensure that you find the Facebook account you wish to use to set up the integration. In order to provide Full Access to someone, perform the following steps:a. Click Manage next to their name.b. To add new people, click Assign People, and select their name from the list of people with access to your Meta Business portfolio.

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Accept the Facebook Audiences Terms of Service

1

Log in to your Facebook Ad Account at adsmanager.facebook.com.

2

Click Audiences from the left navigation menu.

3

Use the dropdown in the top-right corner to confirm you have selected the correct ad account.

4

If you have not yet accepted the necessary Terms of Service, you will be prompted to do so.

5

If the terms have already been accepted, you will see options to create new audiences.

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Create an App in Facebook Developers Portal and Obtain the App ID

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Obtain the App ID

1

Visit the Meta for Developers website at https://developers.facebook.com/ and log in with your Facebook account credentials.

2

Click My Apps in the top navigation bar.

3

Under the list of apps on your dashboard, you can find your App ID listed under the name of your app.

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Obtain Access Token required for authenticating Zeotap CDP on the Facebook Platform

• System User Access Token - A System User Access Token is used if your app performs programmatic, automated actions on your business clients’ Ad objects or Pages without having to rely on input from an app user, or require re-authentication at a future date. Learn more
• Page Access Token - A Page Access Token is used to read, write, and modify the data belonging to a Facebook Page. To generate a page access token, an admin of the page must grant your app the Page permission or permissions needed. Once granted, you can retrieve the Page access token using a user access token with the required permissions. Learn more

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Generate System User Access Token

1

Log into your Facebook Business Manager account and navigate to Settings.

2

Under Users, click System users and then click + Add.

3

Enter a valid name for the system user and select the appropriate role and click Create system user. You can create one system user with the Admin role and one with the Employee role. Attempting to create additional users displays the following error:“This business has reached the maximum number of system users. The maximum number of system users allowed is 1.”

4

In the new window, under Select app, choose the desired app from the drop-down menu and click Next.

5

In the Set expiration window, choose the token expiry using the radio button. Here, you can either choose 60 days or Never. However, Facebook recommends selecting 60 days.

6

In the Assign Permissions window, select the following permissions:

• ads_read
• ads_management
• pages_manage_ads
• pages_show_list

To learn more about permissions, click here.

7

Review the selected permissions and click Generate token. You can copy the generated token and save it for the steps ahead.

8

Navigate to Access Token Tool. In the new screen that appears, click access token debugger.

9

Paste the access token and click Debug. The page appears where you can find the full information of the access token. Note that you can create a new destination on Zeotap CDP using the newly generated access token, or to update an existing destination, simply provide the token to Zeotap Support Team.

Note:Whenever you update the access given to the system user, you need to generate a new access token.

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Generate Page Access Token

1

Navigate to Facebook Graph API Explorer and generate a short-lived access token.

2

Select your app from the Application drop-down menu.

3

Select Get user access token from the next drop-down menu.

4

The Add a Permission option appears as mentioned below. Select Event Groups Pages and select the following permissions:

• ads_read
• ads_management
• pages_manage_ads

Note:To understand more about the permissions, refer here.

5

Click Generate Access Token to generate the user access token.

6

This creates a short-lived user access token that opens a popup. Select the relevant page you want to manage.

7

Click Next. A confirmation page appears with the requested permissions.

8

Navigate to and click Debug. The page appears where you can find the full information for the short-lived user access token. Note that the short-lived user access token expires after an hour.

9

To extend the expiry date, click Extend Access Token. You get the long-lived access token.

10

Copy this new long-lived access token to use in the next step. If you do not see Extend Access Token and your token expires within two months, then it indicates that you already have the long-lived access token. In that case, you can skip this step and go to the next step.

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Go to and paste the recently created long-lived user access token in the Access Token field. Perform the following steps:a. Change the API endpoint to access /me/accounts and click Submit. This displays the result with information about all the pages including the page access token, which is a never expiring token that is used to authenticate all the requests.b. Copy the access token of the relevant page and the API version used in the request to generate the token. This information is required when you set up a Destination within the Zeotap CDP App.

Alternatively, you can also go to Postman and import the following (In case you do not have Postman, set it up):

Code

Copy

Ask AI

curl --location --request GET 'https://graph.facebook.com/v12.0/{your-user-id}/accounts?access_token={long-lived-access-token}

• Replace {your-user-id} with App-Scoped User ID.
• Replace {long-lived-access-token} with the long-lived access token that you have generated. Ensure to make these changes before importing this code in Postman. The below response is obtained.

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Verify if the page access token is never expiring. Go to and paste the never-expiring access token that you have received and click Debug.

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Obtain Your Facebook Graph API Version

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What Next?

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1. Create a Destination for Facebook 1P

1

Log into the Zeotap CDP App and go to the DESTINATIONS application.

2

Click + Create Destination.

3

Under All Destinations, search for Facebook 1P.

4

Click Facebook 1P. A screen appears displaying details about the particular destination towards the left. On the right-hand side of the screen find a list of fields that are required for the integration to be established. Enter the required details as mentioned in the following steps: a. Enter a name for the Destination.b. Enter the Ad Account ID number associated with Facebook Business Manager.c. Enter the Access Token that you have obtained as mentioned in the section above.d. Enter the API Version.

Note:Enter only the numerical part of the version while creating a destination in Zeotap CDP. For example, if the version is V17.0, then enter only 17.0

e. Review all the values entered above and then click Next to proceed.

5

In the new screen that appears, choose the appropriate Action and mapping as explained below.a. Under Choose your Action, you can either choose Send Identifiers to Facebook 1P or Send Multiple User Identifiers to Facebook 1P as the action based on your use case.i. If you choose Send Identifiers to Facebook 1P as the action, then the output identifiers such as MAIDs, email addresses, cellphone numbers and Facebook external ID are populated. You can edit and remap the identifiers as required. Note that in this action, each identifier is sent as an individual user profile.

ii. If you choose Send Multiple User Identifiers to Facebook 1P as the action, then the output identifiers such as Facebook external ID, email addresses, MAIDs, cellphone numbers, gender, date of birth, last name, first name, city, state, zip and country are populated. Note that all the identifiers selected under the mapping screen are sent as a single user profile.

Note:To increase the match rate, we recommend that you use Send Multiple User Identifiers to Facebook 1P as the action. However, note that is not supported for this action.

The following table lists how Facebook prefers specific attributes to be formatted and activated through Zeotap.

Attribute	How Facebook wants the attribute	Transformation performed by Zeotap CDP
External ID	Hashing NOT required	Zeotap CDP sends it as it is
Email Address	Hashing requiredTrim leading and trailing white space, and convert all characters to lowercase.	Email SHA256 Lowercase in Zeotap Catalogue can be mapped to this attribute.Consult your Zeotap POC to understand how to ingest this identifier
Phone Number	Hashing requiredRemove symbols, letters, and any leading zeroes.	Cellphone Number Withcode Sha256 in Zeotap Catalogue can be mapped to this attribute.Consult your Zeotap POC to understand how to ingest this identifier
Gender	Hashing requiredm for male, f for female.	Zeotap extracts first alphabet of the Gender value. Lowercase and hash it automatically and sent it to Facebook
Date of birth	Hashing requiredSend YYYY, MM, DD separately to Facebook.	Make sure you onboard Date of birth as a timestamp field in Zeotap. Zeotap takes care of the relevant transformation.
First Name and Last Name	Hashing requiredUse a-z only. Lowercase only, no punctuation. Special characters in UTF-8 format.	Zeotap performs relevant transformation
State	Hashing requiredUse the 2-character ANSI abbreviation code, lowercase. Normalize states outside the US in lowercase, with no punctuation, no special characters, and no white space.	Zeotap hashes the State values ingested by the customer and send it to Facebook
City	Hashing requiredUse a-z only. Lowercase only, with no punctuation, no special characters, and no white space.	Zeotap hashes the State values ingested by the customer and send it to Facebook
ZIP Code	Hashing requiredUse lowercase, and no white space. For the US, use only the first 5 digits. For the UK, use the Area/District/Sector format.	Zeotap removes any white spaces in the ZIP code. Hash it and send it to Facebook. Ex - Sample UK ZIP code SW1A 2AA will be sent as SHA256 converted(SW1A2AA)
Country Code	Hashing requiredUse lowercase, 2-letter country codes in ISO 3166-1 alpha-2.	Country in Zeotap Catalogue can be mapped to this attribute.If you are mapping any other attribute, make sure you are onboarding 3-letter country code. Zeotap will convert it into 2-letter country code and send it to Facebook.
Mobile Advertising ID	Hashing NOT requiredUse all lowercase, and keep hyphens.	Zeotap CDP sends it as it is

Note:The ID Extension Lookalike functionalities are not available for the Send Multiple User Identifiers to Facebook 1P action.

b. After reviewing the fields, click Create Destination. The created Destination gets listed in the Audiences application, which can be linked to an Audience/segment.

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2. Link an Audience to the Facebook 1P Destination

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3. Find Your Zeotap CDP Audience on Facebook 1P

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Additional Information about the Integration

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User Disqualification from Audiences

• When a user disqualifies from an audience, Zeotap CDP initiates a user deletion request in the next refresh cycle. These requests are sent to the audiences linked to the specific destination.
• The disqualified users are excluded from the audiences based on the configured refresh frequency for a particular audience.
• User disqualification is a programmatic process that works automatically. You do not need to specify anything to trigger the disqualification and exclusion of users from audiences.

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Sending/Capturing External IDs

1. A Brand places the Facebook pixel on their websites and configures the tag to pass the Facebook cookie/any other custom identifier as an extern_id to Facebook. Refer to the implementation guide here.

fbq('init', '<YOUR_PIXEL_ID>', {
  'extern_id': <UNIQUE_ID_FOR_THE_CUSTOMER>
});

2. Facebook internally creates a mapping table that maps the extern_ID (for example, Orange’s cookie) to a standard Facebook ID (for example, Zeotap’s UCID).
3. The Brand separately passes the Facebook cookie to Zeotap as id_mid_62, using the Google Tag Manager (GTM), JavaScript (JS) or any other tag implementation.
4. The Brand creates an audience within Audiences using the Facebook cookies.
5. Zeotap uploads the Facebook cookie as an extern ID to Facebook. Facebook then refers to the mapping table to target the user within their ecosystem.

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Troubleshooting